Getting Personal with Customers Create Amazing Customer Experiences Online

489 views
432 views

Published on

On 18 June 2014, Lab, Sitecore and Rackspace came together at The Hospital Club in London to talk about how personalisation has a huge affect on customer experiences. To learn about future events, follow @LabDigitalUK on Twitter.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
489
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Reference other speakers
    Mobile phone buzzing fact
  • Not talking about if you like this then that
    Or showing a welcome back Tom message on login
    Next level personalisation that results in alignment with customers and them coming back to your site again and again
  • 90% of ALL DATA created in the last 2 years!!!
    This is on an upwards trajectory
    We now have watches, cars, glasses that are creating data at phenomenal rate
  • We had Moore’s law computing power doubling every two years (roughly) which has now stopped and looks to be every 3 years
    There’s now so much noise, there’s so many channels AND technology adoption is changing so quickly
    The companies that deal with this change and use of data that is created will separate themselves
    So as a contrast what was it like before? Seeing as we’re in a private screening room I thought I’d show a short video…
  • When you had fewer place to go to buy that product
    When the seller had more information than the customer
    Now the customer quite often has more information than the seller
  • Customers now have information in abundance
    It’s about creating clear easy pathways to that
  • Attunement – really understanding what your customers want, what they are talking about, how they talk about it
    Buoyancy – creating experiences and conversations online that are two way and across all my devices
    Clarity – stripping back and simplifying your message so that it gets through to me with all this noise
  • Channels across the different sites and devices
    Engagement from campaigns, offers and messaging
    AND Intelligence collected on the back of this that allows us to improve and evolve our offering
    This leads into a customer journey that is far from straight forward
  • Being able to provide relevant content and conversations at each of these stages is the challenge
  • The age of the customer is about putting them at the centre, It’s about a much deeper understanding of your customers
    Just because you can now contact me across all these channels it doesn’t mean I want to be sold to on every single one!!
    This mass market approach has changed dramatically due to the amount of data available, consumers want personalised easily accessible content
  • Important to remember that it’s a relationship you’re trying to build online
    There is a natural flow to conversations online
    Jack Daley bike shop
    Remembering where you left off
    Speaking the same language

  • Travel industry – kids, holiday type, destination etc
    For example the information you get when a user complete a search on your site
    If someone has entered they have children in a search field and you’re not tailoring the content to show family
  • Communication discussion point – is it helping or hindering
    Privacy discussion point – value exchange for information AND trust that you will use it in the right way
  • World is changing
    Delivering experiences that are customer centric is now hugely important
  • I was headed out to a conference in NY
    While on the plane I tweeted “can’t wait to get to hotel. Hope to have lunch at the Spotted Pig and watch the Knicks play tomorrow”
    A few hours later as I walked into the hotel I was exuberantly greeted
    “Welcome Mr Head, we’re so glad you’re here. We saw your tweet. The restaurant you wanted to try? We have a table for you.
    And the tickets for tomorrows game, they are in your room ready for you”.
    A dream travel experience, right?
    Alas it was a dream. Instead I was just handed my keys during check in.
    But it could of happened and what if we took this as the benchmark, what if we tried to achieve this. What impact would that have on our customer advocacy. That’s what we strive for here at Lab.
  • Feel free to tweet throughout!
  • Getting Personal with Customers Create Amazing Customer Experiences Online

    1. 1. @LabDigitalUK
    2. 2. Simon Abrahams Head of Market Strategy Hybrid Hosting: Enabling You To Deliver Amazing Online Experiences June 19, 2014 How Wimbledon is using big data to engage millions
    3. 3. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Key Take-Aways • Sitecore delivers the most outstanding customer experiences • Lab are total experts at delivering Sitecore • Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences 3
    4. 4. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 4RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Who Is Rackspace?
    5. 5. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK *All material and content provided is privileged and confidential 5
    6. 6. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 6
    7. 7. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 7RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Servers ? Data Centres ? Amazing Online Experiences ?
    8. 8. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Every Great Experience Needs Strong Foundations… 88RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK https://www.flickr.com/photos/psnh/3421373076
    9. 9. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Protect Your Customers 99RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
    10. 10. 10 Maintain Reliability https://www.flickr.com/photos/love_and_pain/5085458559/in/photostream/ RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
    11. 11. ‣ SECURITY / COMPLIANCE ‣ RELIABILITY ‣ FLEXIBILITY ‣ VALUE FOR MONEY WHAT IS THE PROBLEM? RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 11 Be Flexible
    12. 12. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK https://www.flickr.com/photos/34402227@N03/4146880795 12RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Flexible Hybrid Solutions…
    13. 13. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 13
    14. 14. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 14
    15. 15. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 15
    16. 16. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences [Your Business].com 16
    17. 17. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences TRADITIONAL IT [Your Business].com 17
    18. 18. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences TRADITIONAL IT CLOUD [Your Business].com 18
    19. 19. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences OWN RENT RELIABLE  SECURE  PERFORMANCE [Your Business].com 19 CLOUD
    20. 20. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences OWN RENT RELIABLE  SECURE  PERFORMANCE FLEXIBLE  LOW RISK [Your Business].com 20
    21. 21. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 21 In Conclusion… RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
    22. 22. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Key Take-Aways (again!) • Sitecore delivers the most outstanding customer experiences • Lab are total experts at delivering Sitecore • Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences 22
    23. 23. 23 RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES. RACKSPACE® HOSTING | 5 MILLINGTON ROAD | HAYES, UNITED KINGDOM UB3 4AZ UK SALES: +44 (0)20 8712 6507 | UK SUPPORT: 0800 988 0300 | WWW.RACKSPACE.CO.UK
    24. 24. Matt Pilgrim Partner & Alliances Director – Sitecore UK @matt_pilgrim Know every customer. Own every experience. Put your website at the center of your digital marketing strategy
    25. 25. 25 who we are
    26. 26. 26 who we are Sitecore allows you to have meaningful conversations with your customers online. Build personalised experiences, improve brand loyalty and monitor and manage your digital marketing efforts all from one platform. Sweet. 600+employees 50countries 21awards 11years in business 6moustaches 3000customers 500 8000developers 1000partners 1solution social butterflies geekscoffee lovers 5 450
    27. 27. 27 What we do
    28. 28. 28 what we do . Sitecore provide Platform and Tools Lab provide the craft Immersive Digital Experiences Brilliant Basics Magic Touches Consumer Advocacy =
    29. 29. The age of the consumer Stay Relevant Multichannel experience Embrace the data Capture, Refine & Learn
    30. 30. 30 Multichannel engagement
    31. 31. 31 world population # global mobile subscriptions # global mobile users # toothbrushes sold annually
    32. 32. Is mobile that big a deal?
    33. 33. People want to do more Mobile devices drive convergence Influencing other trends We are always connected
    34. 34. Z We are always connected
    35. 35. Full, Immersive experience Make changes to profile, view extended content, download forms and information, full presentations and videos Second screen experience Perhaps a 15 minute engagement period, likely to be a second screen, download content to read offline, video information, engagement could be influenced from other channels 3 minute experience Information snippets, profile information. Social integration and location based services. Surface content that is considerate of the real estate Relevant content
    36. 36. Connected Customer Stories How can we use Sitecore to create a connected customer engagement story across multiple channels? Anonymous Visitor Campaign Tracking Rules Based Personalisation Account Creation CRM ConnectivitySocial ConnectedOffline Interaction Predictive Personalisation
    37. 37. Mobile is a big opportunity for Digital Marketers Insightful view of your target audience Endless opportunity to be relevant New ways to start a conversation
    38. 38. 39 Data – collect, connect, personalise. In context. In real-time.
    39. 39. The data Cloud is an enabler The right tools Data = relevance
    40. 40. 46 Know every customer. Own every experience.
    41. 41. Personalisation: Creating Better Experiences
    42. 42. Contents 1. Why personalise? 2. Then v Now 3. The new customer journey 4. Personalisation with Sitecore 5. What the future holds
    43. 43. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-never-
    44. 44. Source: IBM - http://www-
    45. 45. Change Media consumption and habits are changing beyond recognition
    46. 46. Then Buyers facedminimalchoices Informationasymmetry
    47. 47. Where are we now?
    48. 48. The New ABC • A – Attunement • B – Buoyancy • C – Clarity
    49. 49. The current landscape
    50. 50. The New Customer Journey Search on Google Purchase Google competitors Limited time offer Download/ view related content Conversations online around content Watch video I want to buy… How do I decide? Visit website Read 3rd party review Receive email offer Orchestrated Marketing Based on keywords, make Recommendations, Show relevant images Email based on areas of interest from last web visit Recommend Links or content in follow-up email Visit Facebook page and Like 30 day e-coupon To increase urgency Ask peers Share and like content – not necessarily around core product/service
    51. 51. Story Telling Not story yelling!
    52. 52. Personalisation - What is it? More than just adding my name Interpreting behaviour Creating easy access to relevant information
    53. 53. Personalisation – Behaviour
    54. 54. Visit Data Being Tracked & Analysed
    55. 55. My Profile Being Updated Based on Behaviour
    56. 56. Site Reacting Based on Behavioural Profile
    57. 57. Home Page Personalisation
    58. 58. Personalisation – Rules Based
    59. 59. Picked Up Campaign and Extracted Search Terms
    60. 60. Understanding Intent Delivering a different experience based on intent
    61. 61. An exciting time Technology reinventing how people connect
    62. 62. Econsultancy report 85% of respondents said it is fundamental to their future business success to provide experiences that are responsive to customers based on real-time behaviours. Furthermore, those that are currently implementing real- time marketing reported a 26% uplift in their conversion rate on average.
    63. 63. The Future Customer engagement will become more important than ever as businesses realise the importance of reaching out to people on an individual basis Just a few months ago…
    64. 64. @LabDigitalUK

    ×